CRM Manager

We’re Pentland Brands: a global family business behind some of the world’s most iconic active and lifestyle brands. We bring integrity, energy and ambition to our work, setting high standards and striving to deliver great outcomes without ego.

Shape the work behind some of the world’s most loved sport, outdoor and lifestyle brands.

At Pentland Brands, every role helps move our brands forward. Whether you’re supporting our people, improving our systems, growing our commercial performance, strengthening operations or shaping better ways of working, your impact reaches across a portfolio of iconic brands used by consumers around the world.

The CRM Manager will play a key role in delivering customer relationship management strategy across Pentland brands and markets.

This is primarily a CRM planning, journey and stakeholder management role, responsible for turning brand and commercial priorities into clear, customer-centric CRM plans across Email, SMS and emerging CRM channels.

The role will have a working knowledge of our CRM technology and should be comfortable operating within an ESP/CDP environment. More complex technical requirements, platform architecture, integrations and advanced troubleshooting will be supported by the CRM Tech Lead and CRM Director.

What you’ll be doing:

• Manage and develop a team of CRM Planning Executives supporting the full Pentland Brands portfolio globally.

• Manage CRM activity across Email, SMS, WhatsApp and other CRM channels as the channel mix develops.

• Set clear priorities and allocate CRM planning resource across brands, markets and business requirements.

• Build capability within the team across journey planning, segmentation, measurement and stakeholder management.

• Balance commercial requirements with customer relevance, engagement, contact frequency and longer-term retention objectives.

• Work with Creative and Brand teams to ensure content, messaging and offers are appropriate for different customer segments.

• Act as a key CRM contact for Brand, Ecommerce, Trade, Creative, Insights and other internal stakeholders.

• Own the end-to-end CRM briefing and planning process.

• Build testing plans covering areas such as audience, creative, messaging, cadence, offers and journey structure.

• Support the development of incrementality, holdout and test-and-learn approaches.

What you’ll bring:

• Experience within CRM, lifecycle marketing, email marketing or a closely related discipline.

• Previous experience managing or developing CRM, marketing or planning team members.

• Strong CRM planning and customer journey experience.

• Proven stakeholder management skills within a complex, matrix organisation.

• Experience working with an ESP or CDP such as Ometria, Braze, Salesforce Marketing Cloud or similar.

• Experience with onsite analytics or BI/reporting tools.

• Demonstrated success driving commercial outcomes through CRM, including improvements in CLTV, engagement, conversion, and retention.

• Strong project management and organisational abilities, with the capability to manage multiple priorities and deadlines.

Why Pentland Brands?

Pentland Brands is the name behind some of the world’s best-known sport, outdoor and lifestyle brands, including Speedo, Berghaus, Canterbury, Endura, Ellesse, Kickers and Mitre.

We are a global family business with a clear purpose: pioneering brands that make life better. Across our teams, functions and locations, we work together to create products, experiences and partnerships that help people live more active, confident and positive lives.

Joining Pentland Brands means becoming part of a business where your work can have real reach, across multiple brands, markets, teams and disciplines. It is a place for people who want to contribute, collaborate, improve how things are done and help build the future of brands with heritage, ambition and global impact.

Perks & Benefits

We offer a competitive salary, discretionary bonus, hybrid working, flexible start and finish times, generous holiday allowance, product discounts, sample sales, enhanced family-friendly policies, healthcare support, gym and fitness discounts, cycle to work scheme and electric car scheme.

You can find full details of our benefits and perks on our UK Benefits page .

The Interview Process

We want our interview process to feel clear, straightforward, and supportive. If your experience and expectations look like a strong match for the role, here’s what you can expect next:

1. Talent Team Intro Call - A 30-minute video call with our Talent Team to get to know each other, talk through the role and your experience, and answer any questions you have.

2. Experience Interview - A more in-depth interview (usually online) with the hiring manager to explore your skills, experience and approach, and how these align with the role, our principles, and our ways of working.

3. Final Interview - A final in-person interview at our office, focused on deeper discussion and practical application, giving you the chance to meet more of the team and see Pentland Brands in action.